DEBONEIRE Spring/Summer 2015 ad campaign

We’re super excited about this post about a new menswear label DEBONEIRE because we first learned about it and met its founder Matthew Gideon back in 2013 in Singapore during our overseas stint there. Now in 2015, to be able to share the launch of the label and its Spring/Summer 2015 campaign images here, we know it’s been a labour of love for Matthew and we couldn’t be more excited for him for a few reasons.

Firstly, Singapore is a country not short on choices and brands in menswear from high street to luxury labels. For Matthew and his team to embark on this journey to launch DEBONEIRE when the retail landscape and offering is plentiful, it must be fueled by a lot of passion. Hand in hand with this passion, is a business acumen that surprisingly was borne out of necessity. “There are a lot of men that, like me, are built lean, and that made it very difficult for me to find clothes that fit”, explained Matthew, on why he wanted to start his own menswear label. In other words aka marketing speak, DEBONEIRE is a menswear label that fills the niche in the market for men who are “slim and lanky”, by someone that knows ALL about being “slim and lanky”.

Secondly, the striking campaign images below have such an international look and feel, we’re certain that the “Designed in Singapore” fact is going to surprise a few people. But let’s go back to the debut collection. The brand name itself is inspired by the French term De Bon Eire which means ‘of good lineage’. The collection features 15 suits that will appeal to men of a certain character, refinement and taste, outfits that will take them from the leisurely afternoon cocktail, dinner at the most luxurious fine dining establishments, to the really late night after-party of some fashion or arts event anywhere in the world.

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There are cocktail suits custom-dyed in deep colours of precious stones – sapphire, topaz and ruby – and rakish velvet tuxedo jackets, as well as separates – printed dinner jackets and pants, outfits that will rise to any occasion when it requires a man to step out in confidence, limelight or red carpet optional. Quality silk, linen, cotton and wool sourced from around the world have been used, with all of the suits being lined with breathable Bemberg, the choice of the best tailors and treated with discrete and tasteful details such as mother-of-pearl buttons.

We’re particularly fond of Prince Albert slippers, they’re a combination of luxury given a laid-back lounging twist that we think Aussies will get. And Australians should be happy to know that DEBONEIRE ships internationally too, no need to wait for the next trip or stopover at Changi Airport. For an idea of prices, in Singapore dollars: Shirts $159 – $229,  Dinner Jackets $899-$1599, Suits $888 – $918, Shoes $290.

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Before we, and everyone else begin shopping at, we have to share this most amazing fact behind the DEBONEIRE story: Matthew is a very young 23 years of age. What he’s done is so against the grain of conformist Singaporean culture – be a doctor, lawyer, accountant, work for a multinational or hide behind an established brand – and so fearless, it’s very commendable. We think Matthew knows that he’s set himself a very big challenge with DEBONEIRE, but we think he would not have it any other way. Alright, now we can go visit and try on those Prince Albert slippers for size!

P.S. To Matthew, our Creative Director Alvin Chia regrets he missed out (BIG TIME) on the launch party of DEBONEIRE, but he was there in spirit with the “rest of the gang”.  Enjoy the launch party, it’s your moment!


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